The Third Screen

With the "first screen"-the television-companies sent ads directly into consumers' living rooms, reaching millions with one campaign. The "second screen"-the personal computer-increased interaction between companies and consumers and allowed for immediate customer feedback. Now, the "third screen"-the mobile device- changed the game in an even more revolutionary way.

The Third Screen: The Ultimate Guide to Mobile Marketing defines the implications, strategies, and tactics used to thrive in business during the mobile revolution. This revised, updated paperback links technological developments to behavioral changes, reveals the unexpected forces of the changes in mobile, and equips marketers and businesses for the future.

“Marketing is ever-changing and The Third Screen mirrors the future of marketing. If you are new to mobile, this book makes sure you get it right!”

Chuck Martin shows readers how to develop a mobile marketing strategy that will really work. Don t wait get copies for your team today! - Charlene Li, bestselling author of Groundswell

Chuck Martin has more than all the facts. He has the soul of the idea. The Third Screen is thoughtful and valuable. - Chris Brogan, President, Human Business Works and co-author of Trust Agents

• Jeffrey Hayzlett, bestselling author of The Mirror Test

Immense value to business leaders and their subordinates alike. You have to get management buy-in and get Michael Vaughan into your office! - Dane Cobain, SocialBookshelves.com

Our mobile devices are indispensible digital co-pilots, which is why the third screen is fast becoming the most important screen. - Don Tapscott, co-author of the bestselling Wikinomics

Vaughan articulates the subject excellently - teaching his readers how to think, rather than what to think. His arguments caused me to think about my own knowledge of business improvements and how I should look at processes from an alternative perspective - almost with a fresh pair of eyes. - Quality World

Vaughan s view on thinking actually ties in nicely with my personal workplace mantra: Be a decent human being. By pausing to consider the work we re doing more deeply, by weighing how our actions might affect others, we re inherently behaving in a way that s more collaborative and helpful.

Chuck Martin is director of the Center for Media Research in New York, the CEO of NFI Research, an avid public speaker and the author of eight business books, including NYT business best seller The Digital Estate as well as Net Future, SMARTS and Work Your Strengths. With more than 26,000 Twitter followers, Chuck is an established social media expert and has also appeared on CNN, CNBC, Fox and ABC-TV News Now. He served as brand manager for the Mobile Insider Summit (August 2010 in Lake Tahoe, NV). Visit his website and his blog at and his blog at

With the "first screen"-the television-companies sent ads directly into consumers' living rooms, reaching millions with one campaign. The "second screen"-the personal computer-increased interaction between companies and consumers and allowed for immediate customer feedback. Now, the "third screen"-the mobile device- changed the game in an even more revolutionary way. The Third Screen: The Ultimate Guide to Mobile Marketing defines the implications, strategies, and tactics used to thrive in business during the mobile revolution. This revised, updated paperback links technological developments to behavioral changes, reveals the unexpected forces of the changes in mobile, and equips marketers and businesses for the future.

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